Area Sales Manager

Job Purpose

To achieve the set Sales Target for the Regions being handled and ensure Prithvi’s products are available in 100% of the shops.

Duties & Responsibilities

Setting the Sales Target:

1. Annual Sales Target Planning: Each financial year, derive achievable sales targets for the assigned distributor & sales executive by projecting at least 30% growth YTD, aligning with company objectives and past performance trends
2. Quarter & Month-wise Target Structuring: Break down the annual target into quarterly and monthly goals considering festival seasons, secondary sale cycles, and distributor billing trends.
3. Detailed Opportunity Mapping: Prepare a month-wise target sheet split Distributor-wise, Sales Executive-wise, Outlet-wise (A/B/C Class), and Style-wise to ensure structured selling and focused coverage.
4. Team Target Communication & Monitoring: Cascade the targets clearly to each Sales Executive, explain focus areas, and conduct weekly performance reviews to track achievements vs targets and guide corrective actions.
5. Market Coverage & Gap Analysis: Continuously analyze SE-wise / DP-wise coverage and identify market gaps or low-performing territories. Fill the market gap through effective distribution by distributors and order contribution from sales executives.
6. Trend-based Sales Strategy: Inform the management about trending new styles and market demand, and ensure effective distribution of new styles across all outlets.
7. Distributor Engagement & Growth: Ensure regular distributor meetings, review stock levels, credit control, and implement schemes effectively to achieve both primary and secondary sales targets.
8. Performance Review & Reporting: Educate sales executives to improve customer handling skills, ensure product knowledge, achieve targets, and strengthen their reporting.

Achieving the Sales Target:

1. Balanced Target Distribution: Ensure all Sales Executives receive realistic and equitable targets, aligning outlet potential and territory strength to achieve overall cluster goals
2. A-Class Outlet Focus : Prioritize A-class and high-performing outlets that contribute to major volume, ensuring premium placement and consistent billing every month.
3. New Product Placement (NPD): Drive NPD placement and visibility in top A-class and exclusive innerwear outlets, ensuring strong market entry and brand recall for new launches.
4. Channel Relationship Management: Build and sustain strong long-term relationships with distributors, retailers, and channel partners to ensure steady growth, timely billing, and brand loyalty.
5. CRM-based Sales Tracking: Regularly analyze CRM data to monitor secondary sales, stock flow, and team performance, taking proactive actions to keep the team aligned with monthly targets.
6. Market Penetration & Expansion: Identify new potential outlets within existing and uncovered Rural, ensuring market expansion and incremental volume growth across all districts
7. Effective Manpower Utilization: Continuously review Sales Executive route plans and territory allocation, redistributing manpower to maximize productivity and coverage efficiency.
8. Continuously review and optimize manpower allocation, redistributing resources when necessary.
9. Non-Moving Stock Management:Monitor non-moving and slow-moving styles at distributor and retailer levels, planning timely offers, rotations, or clearance drives to liquidate stocks.
10. Monitor non-moving stocks closely and take appropriate action to monetize them.
11. Regularly assess the performance of Distributors, Direct Outlets, and Retailers, identifying gaps and executing corrective measures to ensure consistent billing.
12. Evaluate each Sales Executive’s performance using CRM data and field observation. Provide insights, motivation, and actionable guidance to help them achieve their individual and cluster targets.

Business Development:

Branding:

1. Plan and implement comprehensive brand visibility strategies across all platforms, ensuring consistent communication and strong market presence.
2. Develop and execute innovative initiatives to achieve distinctive and impactful brand positioning in the market.
3. Collaborate with the in-house Branding team by identifying and recommending strategic outdoor branding locations across all key markets.
4. Ensure the sales team members actively support in-shop branding by:
5. a. Identifying the right shops.
6. b. Selecting the appropriate content, placement, size, and design for boards, posters, etc.
7. c. Choosing suitable support displays such as hangers, keychains, mannequins, roadside boards, posters behind cash counters, trial room displays, etc.
8. Maintain A Boards in all stores, because of its signature identity of our company, also assuring always fresh, clean, and in good condition in the market.

New Product Launch:

1. Educate the sales team thoroughly on the product’s features, benefits, unique selling points, and competitive differentiators to ensure confident, persuasive pitching to outlet retailers and customers.
2. Develop strong awareness and enthusiasm among outlet retailers, emphasizing features and benefits (F&B) and equipping them with marketing assets, sample kits, and effective point-of-sale materials.
3. Involve the team in collaborative planning to select priority outlets and regions for the initial rollout, considering market size, retailer influence, and target demographics.
4. Closely monitor early-stage performance: track quantitative metrics (sales, repeat orders, customer interest) and qualitative indicators (retailer enthusiasm, customer inquiries, market buzz).
5. 5.Finalize the distribution plan by identifying high-potential areas and shops, and use pilot results to refine and expand placement for the new product.
6. Systematically collect and review direct market feedback from both retailers and end-customers, and communicate
7. Ensure consistent, timely follow-up with retailers and customers; address concerns, provide corrective actions, and supply new product samples or collateral as necessary.
8. Strategize for long-term scale-up, using early data to optimize logistics, channel partnerships, and ongoing promotional efforts.
9. Develop and implement a robust marketing plan using multiple channels: digital marketing, influencer outreach, trade promotions, local events, and loyalty schemes.
10. Define clear launch goals—such as market share, number of units sold, revenue, and brand awareness—aligned with overall business objectives.
11. Conduct competitor and market research before and after launch to refine positioning and counter competitor moves effectively.
12. Prepare contingency plans for potential risks (supply chain delays, low uptake, pricing pressure) to ensure rapid, agile response.
13. Celebrate early wins internally and externally, using case studies and testimonials to build credibility and drive more aggressive expansion.

Distributor Appointment:

1. Investment – Adequate capital to maintain healthy stock levels, manage cash flow, and support market expansion.
2. Infrastructure – Suitable warehouse space, delivery vehicles, manpower, and basic office setup for smooth operations.
3. Interest – Genuine willingness to work with the brand, enthusiasm for product lines, and a long-term business vision.
4. Involvement – Active participation in sales growth, promotional activities, and close coordination with the sales team.

Market Study:

1. To identify market demand based on inquiries from customers to outlet retailers.
2. To ensure the respective areas focus on identifying growth opportunities such as market share improvements through shop coverage analysis, population-based calculations, etc.
3. Looking for gaps in non-coverage and product/style unavailability and take steps to address them.
4. To check for low but unique demand and ensure timely supply to capture niche opportunities.
5. To ensure salesmen are trained to promptly communicate up the channel within the organization regarding:
6. a. Product duplication by competition, new product launches, price reductions, etc., from competitors.
7. b. Customer requirements as gathered by sales staff from retail outlets

Finance Related:

1. Approve and process Sales Team welfare payments.
2. Review and approve incentives for eligible team members.
3. Process distributor payments in accordance with agreed terms and conditions.
4. Review claims, reimbursements, incentives, etc., of the team and approve the same.
5. Review and approve goods returns and ensure credit notes are raised.
6. Ensure outstanding amounts are collected as per the agreed Credit T&C.
7. Ensure periodical reconciliation is carried out with Distributors and other direct buyers.

CRM:

1. Build and maintain a future-focused database aimed at strengthening market leadership.
2. Ensure 100% of all Distributors live in the CRM system.
3. Generate multiple types of reports — for example, style-wise, distributor-wise, and outlet-wise — and use them to make informed decisions to achieve the desired results

Team Management & Development:

1. To ensure the team effectively sources, shortlists, and selects the right candidates for both the Sales Team and Drivers.
2. To ensure clear succession planning is practiced across the team.
3. To ensure close monitoring of team members’ performance and provide adequate support to improve their capabilities and/or create growth opportunities.

Working Conditions

Outside – Minimum 15 days / Month

Physical Requirements

1. Physically fit and able to travel frequently across the region by car, or public transport.

1. Comfortable with long hours of travel, including rural and semi-urban routes.

1. Stamina for groundwork. Standing for long hours during Market visits, Retail visits.

1. Follow Company’s Dress Code.

Authority

Description

Nature of Delegation

To Accept / Reject

Candidates, Sales Outlet, New Distributor

To Sanction / Approve

Claims, Incentives, Specific Team Requirement

To Write Off

Sale Lot items, non-moving styles

To Audit

Distributor Closing Stock, In-shop Branding, Claims

sTo Recommend

New Styles, Market / Team / Distributor Requirements, NPD Feedback